Dutch Boy came to us with a unique proposition: to reinvigorate a well-known but tired brand by creating a dynamic and engaging in-store merchandising system aimed at a new generation of customers, the all-important millennials.
What resulted was a reinvented, revitalized brand that serves as the cornerstone of a 360-degree consumer experience tailored to a new DIY generation, while still satisfying the needs of the core functional paint shopper. Out of this rebrand also came tangible assets such as a brand identity (including logo and marks), fixture and design merchandising, store wayfinding and promotional signage, corporate sales strategy, and internal and store-employee training guides.
Britton Marketing & Design Group helped SUNPAN craft brand expression strategies, including a refined voice and tone, actionable audience personas, along with visual identity and style recommendations to bring a more nuanced expression and communication for the brand.
NAM consumers prioritize inclusivity, flexibility, and emotional connection, seeking brands that reflect their lived experiences. Companies that embrace these evolving dynamics build stronger brand loyalty, while those that rely on outdated structures risk losing relevance. Let’s explore how brands like Subaru, Disney, and Spoonflower are successfully connecting with NAM consumers through adapting their strategy—and how others can do the same.
Our clients include some of America's favorite home goods and fashion brands. We help brands develop meaningful customer relevance and engagements.